Abstract:

The paper concentrates primarily on the development of the Estonian consumer market in 1992-1994, the first years of free market economy. The changes in the market are examined from the point of view of different indicators: objective ones, such as living standard and purchasing power, and those with subjective character, such as attitudes affecting brand consumption and buying behaviour. The data are from continuous surveys, such as household panel, advertising expenditure survey, target group index survey and brand monitoring, carried out by EMOR and its affiliates, Baltic Media Facts and Baltic Market Facts. Clearly in the following few years, the first markets to develop in Estonia will be those for food and essential commodities.